Research.Engagement.Service.

The economic recession has not fundamentally changed the marketing industry. In fact, the industry’s core principles are perhaps the only thing to remain in today’s economic climate. As the recession blows away the smoke-and-mirrors of some campaigns, agencies today must get back to basics; audience research, public engagement, and strong customer service.

Mohammed Johmani, Founder and CEO of O2 Network, believes that agencies need to adopt a three-dimensional strategy in order to stay competitive in today’s recession environment.

The first part to any campaign is research. In fact, research should also be steps two, three and four. In times of crisis, consumer attitudes are going through constant change, and it’s important for agencies to monitor how these attitudes are going to affect their own business strategy. There are research tools today that this region didn’t have three or five years ago, and although agencies may have once been reluctant to spend on investigative practices, this is a mentality that cannot last. Especially in the field of public relations, agencies need to be able to back up their proposals with proven market data. Advertisers also need to consider the ROI that their campaigns are producing, and the best way to do that is by identifying themes that will really connect with the public.

While research allows you to find a unique insight into the market, that insight is fruitless if you cannot engage the public in new and exciting ways. Even if you have something important to say, sending messages to your audience will only get you so far. Deliver an experience to your audience, and you will much better off in the long run. Companies have recognized this truth and have reduced traditional ad spending drastically over the last 12 months. Instead, much of that money is going to interactive web campaigns, P.O.S. promotions, and PR-related events. I think that is a trend that will continue into 2010.

Following on this point, customer service is perhaps the single greatest area for improvement. Businesses in the Middle East have enjoyed high growth rates in the last several years, even with less than adequate customer care. The UAE telecoms industry reported profits of over a billion dollars in the first half of 2009, and the UAE retail sector grows rapidly with an expected compound annual growth rate of over 12% between 2009 and 2013. Consumer spending is there, but in a recession environment, consumers want to know that they are a priority for these burgeoning businesses.

Many of the people we talk to—both clientele and public audiences—have expressed their dissatisfaction with marketing agencies in providing relevant and accurate information. Sometimes it’s as simple as listing a phone number that works, having enough brochures for a promotion, and returning emails in a timely fashion. Your product could be a revolution in the market, but if people can’t see that you’re committed to them as well as your business, you’re not going to make it in today’s market.

What is really surprising is to hear agencies saying that it’s now time for an integrated approach to marketing communications. Was it a bad time before? By working across the board in advertising, branding, PR and interactive, agencies can create campaigns that are uniform in feel and expression; collaboration can be done on shorter timetables and with less time wasted; and clients can rely on a single organization rather than communicating with several different agencies.

“The O2 Network is the only independent network based in the Middle East with plans to expand globally, and one of the reasons we can do that is because we specialize in all aspects of the business,” comments Mr. Johmani. “Not only are we involved in advertising, PR, interactive and branding, but we’ve purposefully taken on projects within different business areas. From designing milk boxes to branding city governments, with each project we learn more about the market and how to identify their concerns.”

To be a success you need to KNOW YOUR MARKET FIRST™. It’s that simple.